TLDR:
- A strong curriculum is the most important factor for parents when choosing a nursery. Parents see this as a sign of quality and are often willing to increase their child’s attendance for a better one.
- Families are willing to pay more for an ideal nursery experience. A significant 88% of families would pay up to 20% more for nurseries that match their values, offering things like flexible schedules and good communication.
- Parents are also willing to pay for “add-ons” that increase convenience. Examples include ready-made meals, pick-up/drop-off services, and soundproof work booths for parents.
- The rise of remote and hybrid work has influenced what parents look for in a nursery. These new working models have created a demand for services that make life easier for working parents.
- A major reason for families to switch nurseries is unmet expectations. Almost 7 out of 10 families would switch providers for a better experience, particularly if the nursery fails to deliver on promises related to curriculum, premium services, or communication.
For most families in the UK, choosing a nursery goes beyond cost or location. It’s about finding something that feels right. A place that fits into their daily rhythm, reflects their values, and supports their child’s development without turning everyday life into a logistical headache.
And for many modern parents, that pursuit of the ideal nursery experience is getting clearer.
With expanded government subsidies unlocking more choices, British families are no longer settling for “good enough.” They’re redefining what great looks like and making enrolment decisions based on more than just proximity and price.
In January 2025, Resonate CX gathered insights from nursery users based throughout the UK to understand exactly what today’s parents are looking for. The answers revealed more than preferences. They outlined a blueprint for what “ideal” really means.
CHILDCARE Customer Opportunities 2025 | United Kingdom
Uncover what parents value most when choosing childcare providers.
What Families Want Most: The Winning Features of the Ideal Nursery
For every parent touring a nursery, there’s one unspoken question behind the polite smiles and clipboard checklists: “Will my child thrive here?”
Again and again, families pointed to curriculum as the most defining factor. Not just whether the centre teaches phonics or paints pretty pictures, but whether there’s a balance of learning and play. Whether there’s outdoor time, real feedback, and room for their child’s personality to shine.
In fact, nearly a third of parents said a better curriculum would prompt them to increase their child’s attendance. More than flexible pricing. More than shiny new facilities.
This matters because it shows how deeply parents associate quality with growth. A well-structured curriculum is more than an educational feature. It’s a symbol of care, competence, and ambition.
The Role of Pricing and Premium Willingness
Of course, price still plays a role. But the data revealed something interesting: 88% of families said they would up to 20% more for a setup that actually matched their ideal.
What makes them feel it’s worth it?
- Flexible schedules that match changing work routines
- Regular updates and transparent communication
- Kind, qualified staff who truly connect with children
This suggests that affordability, while still important, is not the sole driver of decision-making. A strong curriculum, meaningful extras, and excellent staff can justify higher fees, particularly when parents perceive clear value in return.
The Add-Ons That Win Loyalty: Extra Services Parents Are Willing to Pay For
In this pursuit of the ideal, convenience counts as a real marker of how well a nursery understands the pressures of modern life.
Parents told us exactly what they’d pay for:
- Fresh, ready-made meals for dinner for their children
- Pick-up service in the morning
- Drop-off service in the afternoon
- Cafe/Bakery
- Laundry
- Grocery click-and-collect /partnership with a large supermarket
- Fresh grocery section
- Soundproof work booths with WIFI
- Dry cleaning
Though convenience has always been welcome, remote and hybrid work needs are impacting the kinds of extras parents want. Nurseries that offer these stand to greatly enhance parent experiences and increase margins even as the childcare market becomes more saturated. Yes, they are not what have been regularly offered, but these are horizontal expansion opportunities that could help. It could also be done by an external company, but as long as it is in the motion of a pick and drop, it would viewed on as a great add on.
Churn Triggers: Why Families Would Switch Providers for a Better Experience
Churn risk is real. Nearly 7 in 10 families said they’d consider switching if another nursery delivered a better experience.
But here’s the catch: not all dissatisfaction is loud. Some families stay simply because the location is convenient. Or the price fits. Or they don’t think there’s anything better out there.
That creates a quiet opportunity for forward-thinking providers: If you can identify those unmet expectations and clearly show how you meet them you don’t just retain families. You become the place others seek out.
Churn risk is real. Nearly 7 in 10 families said they’d consider switching if another nursery delivered a better experience. The biggest reasons behind this willingness to switch include gaps in curriculum quality, lack of premium services, and unmet expectations around communication and flexible support.
Interestingly, dissatisfaction isn’t always loud. Some families remain with providers they wouldn’t necessarily recommend, simply because the price is right or because the service happens to be available.
By addressing churn factors, nurseries can accomplish two things at once: strengthen loyalty among existing families and position themselves to capture demand from those quietly waiting for a better alternative.
Turning Insights Into Action: Building the Nursery Families Want
For nurseries, the path to greatness isn’t about reinventing the wheel. It’s about aligning what you already do with what families actually need:
- Make your curriculum visible, balanced, and tailored
- Offer extras that genuinely reduce family stress
- Communicate often and in ways parents prefer
- Be flexible with schedules, pricing, and support
- Learn what matters most in your region and adapt
The gap between a “good” nursery and a great one isn’t always huge. But the impact on family loyalty and reputation can be game-changing.
Conclusion: The Opportunity to Move from Good to Great
A simplistic “price-first” approach no longer resonates as it once did, with parents increasingly prioritising quality, trust, and the overall experience. UK families now demand balanced curricula, more sensible pricing, as well as high-value add-ons. Most also appreciate warm, communicative staff and being able to receive updates through their preferred channels.
Fortunately, many nurseries are already equipped to meet these expectations. Some can even start simply by clearly communicating the value they already provide. In other words, they must not only highlight why they’re worth the rates they’re charging.
While doing that may seem simple on the surface, nurseries must consider their own unique challenges. Adopting an education CXM platform can help childcare providers drill deeper into the data, uncovering new opportunities that earn them loyalty as well as a steady flow of new enrolments.
Want to stay ahead of shifting childcare trends? Download the full Childcare Customer Opportunities 2025 UK Report now.
